I gave this talk at Tonic, the event for marketers. People have heard a lot about Artificial Intelligence and sort of get what it is. They wanted some practical tips on how to start AI today. I cover 4 things that you can start in an afternoon if you want to leverage your data to improve your business.

1. Tonic
March 2019
AI: Start Today

2. Josh Sephton
https://www.linkedin.com/in/joshsephton/
● Founder of Pritchatts Consulting
● Previously Head of AI at Push Doctor
● Former Software Engineer

3. Data-Driven Companies are Growing 8x as Fast as Global GDP
Source: https://www.forrester.com/report/InsightsDriven+Businesses+Set+The+Pace+For+Global+Growth/-/E-RES130848

4. “Data is the new oil”
- Literally everyone

5. knows more about interpreting health data than
anyone else, leading to higher productivity.
licensing deal for AI software
$100M
The NHS treats more
patients but struggles to
connect data.

6. knows more about how people use offices than
anyone else, leading to better predictions.
valuation with 175,000 members
$20B
Carillion were bigger but
couldn’t capitalise on
their insights.

7. knows more about how people watch TV than
anyone else, leading to better personalisation.
profit with 5500 employees
$400M
Sky only generates half
as much profit per
employee.

9. 1. Segmentation
2. Chat Automation
3. Personalisation
4. Human Augmentation
Complexity

10. 1. Segmentation
Finding groups in your customer data.

11. Needs to make their adverts perform better to
continue growing the free service.

12. 42M
monthly active users for a free service,
monetised by advertising.

14. “WeTransfer will not look into
your transfer or files.”

15. Weekly Distribution
NumberofTransfers

16. Example Segments
● Excel spreadsheet sent at 5pm on a Friday
● Sketch file received at 12pm every Monday
● Word received on Monday, Powerpoint on Friday
= Accountant
= Engineers
= Marketer

17. Segmentation Checklist
If you:
● want to find groups of similar people
So that you:
● can target them with specific marketing
Start by:
● gathering all the information you know about people

18. 2. Chat Automation
Make it easier for your customers to talk to you.

19. The number of customer service agents for this
Online GP were growing quicker than the
number of monthly consultations.

20. 50%
of their customer queries can be
answered by the FAQs.

21. Customer Service Chatbot

22. Appearance Personality Helpfulness Humility Integrity

23. Appearance Personality Helpfulness Humility Integrity

25. “It’s his first week”

26. Appearance Personality Helpfulness Humility Integrity

27. Appearance Personality Helpfulness Humility Integrity

30. Where are you flying from? Pick your first choice departure airport, we can do another
search later if you want to compare flights from different airports.
Probably Birmingham

31. Chat Automation Checklist
If you:
● interact with lots of customers through chat
So that you:
● improve the speed of response
Start by:
● collecting the questions asked and the responses provided

32. 3. Personalisation
Tailor your product for individual customers.

33. Needs to change how we watch TV so you
choose to watch their shows instead of
changing the channel.

34. 5M
people watched an entire
series in 24 hours in 2017.

35. Perfect Personalisation
If you liked... You’ll see...

36. Poor Personalisation

37. Poor Personalisation

38. Users go on a journey
● Searched for 5 of the top-selling brand names.
● Clicked into 12 results.
● Bought the cheapest 4+ star rating product.
Household
Brands
Niche
Brands
High
Rating
Medium
Rating
Premium
Products
Budget
Products
Josh ✅ ✅ ✅
Alan ✅ ✅ ✅ ✅

39. Personalisation Checklist
If you:
● want to improve engagement with your customers
So that you:
● can offer different products to different people
Start by:
● understanding how people indicate what they want from you

40. 4. Human Augmentation
Make your people better by supporting with AI.

41. This startup wants to make animal healthcare more
accessible and affordable using technology built to
utilise data from the ground up.

42. 1 in 3
people don’t go to the vet because of cost or convenience.

43. The FutureToday
No data Lots of dataMinimum viable data?

44. Symptom Checker App

45. Human Augmentation Checklist
If you:
● want to automate or support some aspect of employee’s jobs
So that you:
● can free up time for people to concentrate on hard tasks
Start by:
● collating the information they rely on to complete those parts of the job

46. 1. Segmentation
2. Chat Automation
3. Personalisation
4. Human Augmentation
Complexity

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